COLLOQUIALISMS AS MANIPULATION TOOLS IN ENGLISH BUSINESS MEDIA DISCOURSE

Abstract

This research undertakes an explorative study into the manipulative potential of colloquialisms within the discourse of English-language business media. The premise of the research is grounded in the increasing infiltration of informal language into formal business media, postulating that such usage can be attributed to the manipulative capacity of colloquialisms. The study aims to answer critical questions such as the role of manipulative rhetoric in business media discourse, how colloquialisms can act as potent tools for manipulation, and the specific functions of these colloquialisms in their manipulative capacity. A quantitative linguistic analysis was performed on a corpus of 100 tokens of colloquialisms, sourced from leading business publications. The results revealed four main functions of colloquialisms: creating vivid imagery (45%), eliciting emotional responses (25%), creating a sense of familiarity (20%), and building rapport (10%). The implications of this research are substantial, as it unravels the strategic use of language in media discourse, thereby contributing to a deeper understanding of linguistic manipulation. The findings also offer avenues for further research in the evolving field of media discourse manipulation, particularly in the context of business communication.